Content Strategy in a Gutenberg World Lightning Talk at WordCamp Phoenix 2019
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The document discusses how content strategy is affected by the Gutenberg block editor in WordPress. It describes how the block editor has impacted editorial workflows, author experience, and the ability to scale and distribute content. Specifically, it notes that the block editor allows more flexible content creation but also resets layouts and interfaces. This can introduce challenges for accessibility, intuitive use, and managing overrides. The document provides recommendations for templates, shared blocks, advanced plugins, and content modeling to help organizations adapt their strategies for the new editor environment.
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Content Strategy in a Gutenberg World Lightning Talk at WordCamp Phoenix 2019
- 1. Content Strategy in a Gutenberg World Lightning Talk, WCPHX 2019 @jamieschmid g
- 2. I’m Jamie Schmid WordPress Strategy & Development Proud cat mom in Portland, OR @jamieschmid Hello! 2
- 4. What is Content Strategy? Content Strategy guides the rules, processes, people involved in the way we plan, create, govern, maintain and deliver content. ” Given the wide breadth of the field, Content Strategists often act as liaisons between different departments, helping everyone work more efficiently, effectively or productively. More info on the practice of Content Strategy: https://www.usability.gov/what-and-why/content-strategy.html 4 “
- 5. What is Content Strategy? Content Strategy guides the rules, processes, people involved in the way we plan, create, govern, maintain and deliver content. ” Given the wide breadth of the field, Content Strategists often act as liaisons between different departments, helping everyone work more efficiently, effectively or productively. More info on the practice of Content Strategy: https://www.usability.gov/what-and-why/content-strategy.html 5 “ ARCHITECTURE ANALYSIS TAGS EDITORIAL CALENDAR
- 6. What is Content Strategy? Content Strategy guides the rules, processes, people involved in the way we plan, create, govern, maintain and deliver content. ” Given the wide breadth of the field, Content Strategists often act as liaisons between different departments, helping everyone work more efficiently, effectively or productively. More info on the practice of Content Strategy: https://www.usability.gov/what-and-why/content-strategy.html 6 “ INFOGRAPHICS PLANNING ARCHITECTURE ANALYSIS PRESENTATION AUDIENCE TAGS EDITORIAL CALENDAR METADATA CONTENT ENTRY
- 7. What is Content Strategy? Content Strategy guides the rules, processes, people involved in the way we plan, create, govern, maintain and deliver content. ” Given the wide breadth of the field, Content Strategists often act as liaisons between different departments, helping everyone work more efficiently, effectively or productively. More info on the practice of Content Strategy: https://www.usability.gov/what-and-why/content-strategy.html 7 1 “ INFOGRAPHICS PLANNING BUSINESS GOALS ARCHITECTURE ANALYSIS PRESENTATION IMAGES AUDIENCE TAGS VIDEO EDITORIAL CALENDAR USER EXPERIENCE METADATA MEASUREMENT CONTENT ENTRY COMMUNICATION INFORMATION LIFECYCLE
- 8. What is Content Strategy? Content Strategy guides the rules, processes, people involved in the way we plan, create, govern, maintain and deliver content. ” Given the wide breadth of the field, Content Strategists often act as liaisons between different departments, helping everyone work more efficiently, effectively or productively. More info on the practice of Content Strategy: https://www.usability.gov/what-and-why/content-strategy.html 8 1 “ INFOGRAPHICS PLANNING BUSINESS GOALS ARCHITECTURE ANALYSIS PRESENTATION IMAGES AUDIENCE TAGS VIDEO EDITORIAL CALENDAR USER EXPERIENCE METADATA MEASUREMENT GRAPHICS CONTENT ENTRY COMMUNICATION INFORMATION LIFECYCLE DEVELOPMENT LINKS GOVERNANCE DISTRIBUTION IMPACT DAT A INTERACTION MEDIA CREATION MANAGEMENT DELIVERY SEMANTICS
- 9. 9 But...
- 10. ? Given the wide berth of the field, Content Strategists often act as liaisons between different departments, helping everyone work more efficiently, effectively or productively. 10 (Often all three!)
- 11. ? Whatever your role, whatever you do in the world that has brought you to this WordCamp, learning about Content Strategy will help you do some aspect of your job better. 11
- 12. But why Content Strategy in a Gutenberg world? 12
- 13. In what areas has the block editor affected the way we plan, govern, create, maintain or deliver content? 13
- 14. In what areas has the block editor affected the way we plan, govern, create, maintain or deliver content? Roles & Editorial Workflow 14
- 15. In what areas has the block editor affected the way we plan, govern, create, maintain or deliver content? Author Experience Roles & Editorial Workflow 15
- 16. In what areas has the block editor affected the way we plan, govern, create, maintain or deliver content? Author Experience Roles & Editorial Workflow 16 Scaling & Distribution
- 17. Editorial Workflow The established rules, processes, and roles involved in taking a piece of content from concept to published. 17
- 18. 18 Author Experience (AX) How a system manages its user’s ability to create the type of content they want. WYSIWYG, navigation, preview, access and control in the Admin.
- 19. Scaling & Distribution Ability to publish content within a system, and to third parties outside the system. The ability to increase in size as demand warrants. 19 Shared Paid Owned website social app mentions mobile social ppc promotion retargeting email blog search reviews affiliate
- 20. Does it affect me? User Roles and Editorial Workflow Who is in charge of decisions and execution of visual design? The block editor can now do much more than enter content. Does it take longer to do basic content entry than before? Working with design decisions, buggy controls, and an editor that is not ADA accessible adds significant cognitive load to an author. What layouts and content types does your site design accommodate? The block editor introduces new layouts and content types into your site. 20
- 21. Does it affect me? Author Experience Are things where you expect them to be? The block editor has changed significantly, with many controls and options in menus both visible and hidden on screen. Is the page structured in a way that is efficient to input content correctly? Many sites are built to accommodate the organization’s unique content needs. The block editor resets admin editor layouts. Are the tools intuitive and easy to use? The block editor still has some bugs in the interface, and has major accessibility issues. 21
- 22. Does it affect me? Scalability & Distribution Page level design and layouts overrides global settings. These individual design overrides are a nightmare to manage and update. In what content types does your content reside? Widgets, custom post types, custom fields, Customizer, themes, plugins - add to this a new, complex, default content type just got added. How is your content shared and published to third parties? The API has changed, CPT’s don’t natively support Gutenberg, shared blocks are required for global content. And how will it scale? 22
- 23. How can we work in this new space? 23
- 24. 24 What can we do? Block Editor Templates A future feature, the editor is expected to have default template layouts that can be locked for editing on individual pages. Shared Blocks Blocks can be saved as shared blocks to create content that is available across the whole site in any page. Advanced Gutenberg, Advanced Gutenberg Blocks Plugin Adds role based access, disabling blocks, setting color palettes, disabling editor features, default block configuration.. Disabling Default Blocks Available via code in your functions.php file or plugin, possibly a future core feature. Content Modeling The process of modeling and planning your content types against WordPress’ content types for an organized structure and workflow. Avoid Page level Style Overrides Set global styles on text, colors, margins and images, avoiding unmanageable page level overrides that will be difficult to change across the site.
- 25. 25 Just knowing these things is the first place to start. So you’ve already started! Nice work! Be aware of the challenges. Get organized. Understand your content needs. Have a plan. Know what is important to your organization, and make informed, strategic decisions from there.